Gap Inc. CEO Art Peck said on a fourth quarter earnings call that he was
"extremely pleased with the quality restoration" for both Gap and
Banana Republic's apparel for the forthcoming seasons, but
improving styles alone may not be enough to set off
a renaissance given Amazon's rise to prominence.
Additionally, Lee points to how Gap's online sales
only grew by 1% in 2015.

So the not particularly competitive landscape makes it an
easy time for Amazon to outshine everyone else in the apparel
industry.

"Apparel is a large category that
remains highly fragmented. We think the low barriers to entry,
size, and significant competitive set make this an attractive
category for Amazon," KeyBanc Capital analyst Ed Yruma wrote in a
note, according to Women's Wear Daily.

Not every retailer needs to be scared of Amazon,
though.

Former senior vice president of strategy at Neiman
Marcus Steve Dennis told The Chronicle that he doesn't
believe that Amazon will usurp luxury stores. After
all, Amazon has decided to refrain from securing partnerships with
luxury brands, Jennie Perry, chief marketing
officer of Amazon's fashion division, toldBusiness of Fashion last
year.

Disclosure: Jeff Bezos is an investor in Business Insider through his
personal investment company Bezos Expeditions.